Stephen KREPPEL
Stephen was the lead member of the team that developed IEMED™. He set up and manages the Mongolian National Marketing & Coordination Organisation (MNMCO) reporting to the Mongolian National Chamber of Commerce & Industry, and Government.
Stephen is Scottish. He has a BSc Econ (Hons) in Economics from the London School of Economics & Political Science. After University, he worked in Politics for senior British Ministers and Prime Ministers (including Peter Walker, Edward Heath, Margaret Thatcher), on policy development and related political advice. This covered: trade policy, industrial policy, management of state-owned industries; relations between government and private business.
He then worked for the J Walter Thompson Company (JWT), the largest (and perhaps the most successful) advertising and communications marketing agency in the world. He was responsible for strategy and implementation of brand plans across a very broad variety of international blue-chip brands. He specialised in New Product Development, brand launches and the integration of all methods of publicity in the service of a single set of marketing objectives: image, positioning, PR, graphic design, advertising, etc. A major part of his NPD work involved extending the brand franchise for maximum synergy between the corporate or power brand and the subsidiary or product brand.
As CEO of The Hat Factory (an agency he set up), he brought a marketing culture for the first time to the world of Accountancy and Legal Practices. He also worked with the Government of France to promote national and regional tourism, using modern consumer marketing techniques and branding psychology. In collaboration with tourist boards and a range of service providers, he developed new leisure “products” aimed at encouraging visits at off-peak times and in encouraging tourist expenditure into other categories too such as shopping to the benefit of the local community. He extended this principle to produce a unique service: using the professional marketing methodology of global business to promote regions and countries in a way that integrates tourism development with economic development, inward investment and support for local commerce.
He has been invited by the UN to speak on Nation Branding at UN-organised seminars. He has also published articles in the Investors Guide to Mongolia on (i) “Dutch Disease – is there an Antidote?” and (2) “Profitable Prospects in the Non-Mining Sector”.